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Businesses have been using social networks to handle defensive strategies for as long as most social networks have existed. Companies use networks to field out complaints so that they can better serve customer needs, which is a good business tactic but also only a partial one. When a company is only fielding complaints they are really only fixing things that were wrong rather than expanding into the market and promoting.
Once a company implements a social offense strategy when it comes to marketing they will begin to see a raise in customer satisfaction and most likely a wider consumer base. Once this tactic is implemented by more and more growing companies it can take a threshold in a new way of social marketing that could change the way business owners do business. This can be both cost effective and beneficial for companies – it also creates a better margin for quality products and services.
All in all the concept is very basic, use the resources at hand and you will see a return. Social media may be something people scoff at but realistically it may very well be the best way to advertise in todays market. Promoting awareness is good for business, communicating with customers helps a company know what they need to do in order to satisfy their customers, and when a consumer is happy with a product they will link it to other people who may be interested.
Companies are wise to invest in defense, however they would be wiser yet if they considered jumping into the market with a brand name and inspiring people to become customers. This can be done by using social networks to communicate with the customers, converse about what would be good for the company, advertise up and coming events, and so forth. Consumer relations should be about getting the messages out that raise customer interest, create lasting relations with consumers, and get the inside scoop on what they want from the company and products.
